The Ordinary's retinoids.

Deciem’s best-known brand, The Ordinary, is gearing up to launch at Ulta Beauty.

The Ordinary is launching 26 stockkeeping units, including AHA 30% BHA 2% Peeling Solution, $7.20; Squalane Cleanser, $7.90, and 100% Cold-Pressed Virgin Marula Oil, $9.90, online with Ulta on July 1. The products will hit 400 Ulta doors Aug. 5, according to the company.

“Hopefully, if everything goes well, we’ll expand even further with them,” said Deciem chief executive officer Nicola Kilner. “The Ordinary is a brand that is for everyone…[launching with Ulta] makes us more accessible to the consumers in America.”

In the stores, products will be merchandised on end caps with icons that aim to explain when to use the products — sun and moon decals, for example, mean the product can be used day and night, and a crossed-out eye illustration means not to use the product near eyes.

Customers in the U.S. have long been buying The Ordinary’s products online, Kilner said, but launching in Ulta is good for consumer education and for “that touchpoint in real life.” Right now, The Ordinary is also sold on its e-commerce site and online with Sephora.

The Ordinary was previously in talks to enter Ulta, but conversations fizzled out during a period of company turmoil. In early 2018, shortly after the brand plotted a big U.S. push with Sephora, Deciem’s founder, Brandon Truaxe, began posting erratically on the company’s Instagram page, detailing everything from the company’s Sephora exit to eventually, the closure of the business. He was removed from the company after minority investor the Estée Lauder Cos. filed for injunctive relief in October, and in January, died after falling from the roof of his Toronto housing complex.

Kilner was appointed sole ceo in October, and has since started working to stabilize the business, with the help of Dakota Isaacs, who is now director of Deciem USA. The company’s distribution was cleaned up, and in January, The Ordinary relaunched with Sephora online.

Despite the drama, Deciem’s sales have been on the rise. The business was on track to do $319 million in wholesale sales for this year.

Launching Ulta, Kilner said, takes the company’s U.S. business to the next level. “This will be our biggest brick-and-mortar launch we’ve done globally,” Kilner said.

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